Surprising gender awareness from Noel Leeming

Noel Leeming is a Kiwi national appliance chain – arguably the most prominent. Last week I filled in their survey about my “buying experience” for my fitbit in November. I was surprised to find this for the gender question.

Screenshot 2017-01-06 20.04.43.png

I’d still prefer a gender neutral option, but it’s progress to have a big New Zealand brand start referring to the gender you “most closely associate with”, instead of the gender you “are.”

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